Cadillac x EF Pro Cycling – Tour de France Video

I was brought on to lead the art direction and develop proof of concept animations for a video campaign celebrating the partnership between Cadillac and EF Pro Cycling during the 2024 Tour de France.

This collaboration marked a significant moment—EF Pro Cycling's first use of an all-electric support vehicle, provided by Cadillac, during a Grand Tour. My task was to visually capture the spirit of this innovation while aligning with both brands’ aesthetics: Cadillac’s sleek, refined energy and the high-adrenaline world of pro cycling.

I created a series of styleframes to establish the look and feel of the campaign, setting the visual tone for motion graphics that would be shown throughout the race. These frames served as the creative foundation for the video, helping align the direction with client expectations and ensuring a cohesive visual narrative. Alongside this, I developed early animation tests to explore movement, transitions, and pacing—laying the groundwork for the final production.

This project combined strategic visual storytelling with dynamic motion design, highlighting how thoughtful art direction can bring brand collaborations to life in a high-performance sports setting.

Role: Art Direction & Proof of Concept Animation